Less is more? Understanding the Beauty Practice of Skinimalism Through Minimalist Consumer Typologies

Abstract

This thesis investigates skinimalism, a minimalist beauty movement centered on streamlined skincare routines, multifunctional products, and ingredient transparency, as a discursive space for rethinking minimalist consumption practices. Drawing on Practice Theory and the Minimalist Consumer Typology proposed by Pangarkar et al. (2021), the study explores why consumers adopt skinimalism, how they enact it, and what consequences follow. Using a qualitative netnographic approach, the research analyzes a dataset drawn from highly-engaging content, comprising nine video transcripts from YouTube and TikTok, and 10,647 user comments: 3,222 from YouTube, 6,952 from TikTok and 473 from Reddit. Thematic analysis generated 19 codes, structured across three themes (drivers, practices, and implications) which were then synthesized into four distinct consumer profiles: Voluntary Simplifiers, Reduced-Consumption Minimalists, Anti-Consumption Minimalists and Inconspicuous Minimalists. By re-mapping minimalist consumption through the lens of skinimalism, this thesis advances consumer culture theory by conceptualizing skinimalism as a compound practice shaped by personal values, ethical orientations, contextual constraints, and aesthetic signaling. Practical implications are offered for marketers seeking to authentically address consumer demand for simplicity, transparency, and value-aligned self-care in an era of beauty fatigue and digital wellness discourse.